---
title: Stick Packs Campaign Performance
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-27-american-extractions-marketing-call-97110351.md
tags:
- google-ads
- stick-packs
- american-extractions
- ctr
- domain-rating
- search-impression-share
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Stick Packs Campaign Performance

## Overview

The American Extractions Stick Packs Google Ads campaign was approximately one and a half months old at the time of the October 2025 review. Performance on click-through rate is above average, but ad visibility is being suppressed by the site's low domain rating, limiting the campaign's overall reach and conversion volume.

See also: [[wiki/clients/american-extractions/_index]] | [[wiki/knowledge/google-ads/american-extractions-clearmix-campaign]] | [[wiki/knowledge/seo/domain-rating-boost-proposal]]

---

## Key Metrics (Last 30 Days)

| Metric | Value | Benchmark / Notes |
|---|---|---|
| Click-Through Rate (CTR) | 7.5–7.6% | Above the ~5% industry average |
| Conversions | 3 | Form fills / calls on landing page |
| Search Lost (Rank) | High | Primary driver is low domain rating |
| Search Lost (Budget) | Low | Budget is reasonably optimized for current search volume |
| Daily Budget | $15/day | Not always fully spent due to lower search volume |

---

## What's Working

- **CTR is strong.** At 7.5–7.6%, the campaign is outperforming the 5% average. This suggests the ad creative and keyword targeting are resonating with searchers who do see the ads.
- **Keyword expansion is helping.** The campaign started with very narrow, exact-match keywords. Broader, category-level keywords have since been added, which has increased impressions without sacrificing relevance.
- **Images updated.** Ad imagery was refreshed shortly before the October call; impact on CTR was not yet measurable but expected to be positive.

---

## Primary Challenge: Search Lost Due to Rank

The most significant performance constraint is **Search Lost (Rank)** — a high percentage of eligible searches where the ad is not shown because Google's ad rank algorithm deprioritizes the site.

Ad rank is influenced by domain rating (DR). American Extractions' site was at **DR 20** at the time of this call. Google favors higher-DR sites even in paid search, meaning competitors with stronger domain authority capture impressions that American Extractions is losing.

**Competitor DR context (checked during the call):**
- Dem.net (a competitor appearing in sponsored results): DR 20 — same as American Extractions
- ePac Flexibles (epac.com): DR 55

A proposed $250 one-time service to raise DR from 20 to 40 via backlink building is expected to meaningfully reduce Search Lost (Rank). See [[wiki/knowledge/seo/domain-rating-boost-proposal]] for details.

---

## Conversion Tracking Setup

Conversions are tracked as:
- **Form fill** on the Stick Packs landing page
- **Phone call** initiated from the ad or landing page

Google Ads does not provide visibility into on-page behavior (scroll depth, section engagement, etc.). The 7.5% CTR is the primary proxy for audience quality at the top of the funnel.

The team uses **5,000 impressions** as the threshold for drawing statistically reliable conclusions about campaign performance. The campaign had not yet reached that threshold as of this call.

---

## Budget

- Current: **$15/day** (not always fully spent)
- No budget increase was recommended for Stick Packs at this time — the budget is considered appropriately sized for the current search volume
- The $15/day ClearMix budget was increased to $20/day; Stick Packs was left unchanged

---

## Next Steps / Open Items

- [ ] Await outcome of DR boost decision from Mark — expected to reduce Search Lost (Rank) significantly ([[wiki/knowledge/seo/domain-rating-boost-proposal]])
- [ ] Continue keyword expansion toward broader, relevant terms to increase impression volume
- [ ] Convert the Stick Packs email sequence into an evergreen Klaviyo automation flow once Email #4 performance data is available ([[wiki/knowledge/email/stick-packs-email-flow]])
- [ ] Investigate Email #3's low CTR before finalizing the automation flow

---

## Related

- [[wiki/clients/american-extractions/_index]]
- [[wiki/knowledge/google-ads/american-extractions-clearmix-campaign]]
- [[wiki/knowledge/seo/domain-rating-boost-proposal]]
- [[wiki/knowledge/email/stick-packs-email-flow]]
- [[wiki/meetings/2025-10-american-extractions-marketing-call]]